Launching an App (8/9)

Launching an app can seem like the biggest milestone in a companies lifespan. While it can be that, a lot of work before and after it goes live is needed. Just submitting an app to the app store is not launching it. Unfortunately, in the crowded state of the app stores, if you build it, the customer won’t just come. Below are steps on how to launch an app towards success, instead of becoming one more app lost in the crowd.

Before Launch:

Go into launch with a goal. What metrics of success is your focus? A total profit goal? Certain number of downloads or active users? Something else? Focusing on the metrics important to your success will help you track progress and how effective your marketing is. Make sure you have the right software to measure these metrics after launch.

Make sure you know what it takes to submit your app to the stores. There is nothing like announcing your launch and building hype then for it to be rejected or delayed.

Identify influencers of your target users. These can be reporters, YouTubers, bloggers, communities, forums and others. Don’t forget the app store editorial teams either. Build rapport with them and consider who you might approach to sponsor your app.

Put together a press kit about the business and app to make it easier for influencers to cover your launch.

Build a social media and online presence. In the future, use this for advertising and as a platform for current users. Before launch, focus on building interest and prioritize the platforms most popular with your target user group. Create a website landing page to gauge interest and collect emails of those interested in updates.

During Launch:

Be ready when you go live. Monitor performance, respond quickly to customers, be active on social media, and stay attentive.

Reach out to influencers with a short message pitch inviting them to check out your app. Keep this short, sweet, and skimmable so influencers can get your points quickly.

Organize and prioritize customer requests as they come in. It’s much easier to stay on top of these than organize them later.

Focus on taking in user input and putting out an update before too long after launch. This shows that you are listening to your users and acting on their feedback.

After Launch:

Make sure your app store page has consistent messaging and the right keywords to match what users are searching for. Implement app store optimization to achieve the highest ranking you can and continue to monitor it.

Encourage and incentivize people to continue to use your app, rate and review it and also invite others to use it by make it worth sharing and easy to do so.

Optimize the frequency of notifications. Up to a certain point, they are valuable and can increase customer activity. Identify that point because, beyond that, they aggravate users and lead to your app being deleted.

Watch for opportunities and other areas of the market you could potentially expand into. Continue your market research and stay on top of contact with your users and those who stop using your app.

Track your progress towards the metric goals you set before launch.

Experiment with marketing to determine what is most effective in drawing valuable users for the lowest cost.